INTERNAL BRANDING AND BRAND PERFORMANCE: THE MODERATORROLE OF WORKPLACE COMPETITIVE CLIMATE AND JOB SATISFACTION

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AZIZI SHAHRIAR; ASNAASHARI MASOUD

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Journal: Management Research in Iran Year:2013 | Volume:17 | Issue:3 Page(s): 151-165

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Information Journal Paper

Title

INTERNAL BRANDING AND BRAND PERFORMANCE: THE MODERATORROLE OF WORKPLACE COMPETITIVE CLIMATE AND JOB SATISFACTION

Author(s)

AZIZI SHAHRIAR | ASNAASHARI MASOUD | Issue Writer Certificate

Keywords

BRANDINGQ2

BRAND IDENTIFICATIONQ1

BRAND COMMITMENTQ1

JOB SATISFACTIONQ2

COMPETITIVE CLIMATEQ2

Abstract

This study seeks investigation of the impact of factors effecting on the brand performance based on the internal BRANDING approach in (Ayandeh) Bank. A conceptual model consisting of 9 hypotheses was designed and tested. 239 employees of the mentioned Bank were selected by clustering method. Data were gathered via 51-items including 6 demographic and 45 specialized questions. Alpha Combach's coefficients were in acceptable range for all variables. For testing the model, we used path analysis by applying AMOS software and Chow test. The Findings prove the moderation role of workplace COMPETITIVE CLIMATE and JOB SATISFACTION on the relationship between internal BRANDING with BRAND IDENTIFICATION and BRAND COMMITMENT. Path analysis indicated that internal BRANDING impacts BRAND IDENTIFICATION positively, BRAND COMMITMENT impacts brand performance positively, and BRAND IDENTIFICATION impacts BRAND COMMITMENT positively. Two hypotheses including the impacts of internal BRANDING on BRAND COMMITMENT and the impact of BRAND IDENTIFICATION on the brand performance were not confirmed.

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APA: Copy

AZIZI, SHAHRIAR, & ASNAASHARI, MASOUD. (2013). INTERNAL BRANDING AND BRAND PERFORMANCE: THE MODERATORROLE OF WORKPLACE COMPETITIVE CLIMATE AND JOB SATISFACTION. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), 17(3), 151-165. SID. https://sid.ir/paper/401718/en

Vancouver: Copy

AZIZI SHAHRIAR, ASNAASHARI MASOUD. INTERNAL BRANDING AND BRAND PERFORMANCE: THE MODERATORROLE OF WORKPLACE COMPETITIVE CLIMATE AND JOB SATISFACTION. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES)[Internet]. 2013;17(3):151-165. Available from: https://sid.ir/paper/401718/en

IEEE: Copy

SHAHRIAR AZIZI, and MASOUD ASNAASHARI, “INTERNAL BRANDING AND BRAND PERFORMANCE: THE MODERATORROLE OF WORKPLACE COMPETITIVE CLIMATE AND JOB SATISFACTION,” MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), vol. 17, no. 3, pp. 151–165, 2013, [Online]. Available: https://sid.ir/paper/401718/en

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